The first neuromarketing commercial research in Romania

Finally, BuyerBrain is setting sail for the first neuromarketing commercial research on the Romanian market. A team of specialists is going to test consumers’ perception about honey, as a product category.
Apicola Costache, the market leader in the honey production category, is the first to realize the importance of accurate market studies. The research combines neuroimaging techniques and implicit testing. This methodology requires the use of a highly sophisticated equipment, such as the EEG, the Galvanic skin response and the eye-tracking glasses. These devices enable us to measure not only what people THINK of our brand or product (with the help of the IAT technique), but also what they FEEL about it (through neuro techniques).

“Our main goal is to address correctly and efficiently to the consumers. I have never allowed our products’ quality to be compromised no matter the circumstances. Likewise, we cannot afford to loosen the quality of our communication. In order to keep to these standards, we must understand the consumers’ perception about our products and to identify their needs. Therefore, we decided to use neuromarketing studies as they can shed light upon what consumers really think and feel about the products. Otherwise, we could have relied only on what they declared regarding a certain product, which is not always true.” (Marius Cazacu, the administrator of Apicola Costache Company)

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